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今天小编为您带来期刊论文《Buyer Behavior in Quality-Dominated Multi-Sourcing Recyclable-Material Procurement of Green Supply Chains》3 行为理论。
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Today, the editor brings “Behavioral theory of the journal article 《Buyer Behavior in Quality-Dominated Multi-Sourcing Recyclable-Material Procurement of Green Supply Chains》".
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内容摘要：Abstract
本期推文将从思维导图、精读内容、知识补充三个方面介绍期刊论文《Buyer Behavior in Quality-Dominated Multi-Sourcing Recyclable-Material Procurement of Green Supply Chains》3 行为理论。
This issue's tweet will introduce the journal article《Buyer Behavior in Quality-Dominated Multi-Sourcing Recyclable-Material Procurement of Green Supply Chains》from three aspects: mind mapping, detailed reading content, and supplementary knowledge, focusing on behavioral theory.
思维导图：Mind mapping
精读内容：Intensive reading content
In this section, the authors first introduce a buyer behavior theory proposed to characterize the relationship between quality attitude, psychological interest and willingness to pay revealed in multi-procurement green procurement under the uncertainty of buyers' quality perception.
In this section, the author first introduces a proposed buyer behavior theory to characterize the relationship between quality attitudes, psychological benefits, and willingness to pay revealed in green purchasing under the uncertainty of buyers' quality perception.
The author then proposes 5 hypotheses and details the theoretical basis of the hypothesis. Hypothesis 1: The buyer's perception of the quality of the supply provided by the supplier positively influences the buyer's attitude towards the supplier's quality. Hypothesis 2: The buyer's perception of the quality of the relationship provided by the supplier positively influences the buyer's attitude towards the supplier's quality. Hypothesis 3: Buyers' attitudes towards supplier quality positively affect their willingness to pay in price negotiations. Hypothesis 3a: Psychological benefits increase the positive impact of buyers' quality attitudes on willingness to pay in price negotiations with suppliers. Hypothesis 4: The buyer's perception of the quality of the supplier's relationship is inversely correlated with the buyer's willingness to pay.
Then, the author proposes five hypotheses and elaborates on the theoretical basis for each. Hypothesis 1: Buyers' perception of the supply quality provided by suppliers positively influences buyers' attitudes towards the suppliers' quality. Hypothesis 2: Buyers' perception of the relationship quality provided by suppliers positively influences buyers' attitudes towards the suppliers' quality. Hypothesis 3: Buyers' attitudes towards the suppliers' quality positively influence their willingness to pay during price negotiations. Hypothesis 3a: Psychological benefits enhance the positive impact of buyers' quality attitudes on their willingness to pay during price negotiations with suppliers. Hypothesis 4: Buyers' perception of the relationship quality with suppliers is negatively correlated with their willingness to pay.
知识补充：Knowledge supplement
1、关系质量 Relationship quality
Relationship quality refers to the level of trust and satisfaction that customers have in a service business and its employees. Service companies that provide professional services (e.g., accounting services), financial services (e.g., insurance services), and business services (e.g., advertising agency services) to customers should focus on the quality of relationships. These companies have the following three common characteristics: (1) service personnel provide customers with complex and continuous customized services; (2) Many customers do not know enough about these services, lack professional knowledge, and are often unable to correctly evaluate service performance; (3) The market environment and the relationship between supply and demand are constantly changing. In order to effectively influence the customer's purchase behavior, the service staff should not only provide customers with high-quality service, but also do a good job in relationship management, so that customers become the loyalty of the enterprise.
Relationship quality refers to the trust and satisfaction customers have towards a service firm and its employees. Service firms providing professional services (such as accounting services), financial services (such as insurance services), and business services (such as advertising agency services) should emphasize relationship quality. These firms share the following three common characteristics: (1) Service personnel provide customers with complex, ongoing, customized services. (2) Many customers lack sufficient knowledge and expertise about these services and often cannot accurately evaluate service performance. (3) The market environment and supply-demand relationships frequently change. To effectively influence customers' purchasing behavior, service personnel should not only provide high-quality services but also manage relationships well, making customers loyal to the firm.
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参考文献：[1] Jiuh‐Biing Sheu. Buyer behavior in quality‐dominated multi‐sourcing recyclable‐material procurement of green supply chains [J]. Production and Operations Management, 2016, 25(3): 477-497.
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